Personality Counts

I just found this article at Grok.com called “Fine Tuning The WIIFM Dial: Personality Revisited” WIIFM stands for “What’s In It For Me?” and it’s an important concept to keep in mind in all of your e-marketing efforts. As people get bombarded by more and more e-mail, they will only pay attention to the e-mail that is really personal and relevant to them and offers them something of value.

The author of this article says, “You’re never gonna increase your conversion rate by pushing what you want to do in the way you want to do it, because there are lots of folks out there who don’t think or act or even feel the same as you. ” You really need to take some time to think about who you are talking to and what will be useful to them.

You can read the whole article here

At the recent Public Radio Marketing and Development Conference, Monica Ramsey from KEXP in Seattle talked about the very personal style their morning DJ takes when he e-mails the daily playlist. People love it. It’s not just a bland list of songs. It’s fun reading that people look forward to receiving every day and actively pass along to their friends.

So, that’s my random thought about e-mail marketing for today — remember that personality counts!